Longtime H+K exec Groty exits to lead PayPal's EMEA comms

LUXEMBOURG: Amanda Groty is joining PayPal on May 1 as senior director of communications for EMEA, following 12 years at Hill+Knowlton Strategies.

She will continue in her role of vice chairman and global technology practice director at H+K until April 30. Sara Gourlay, H+K’s SVP of APAC and COO of India, will replace Groty upon her departure.

When Groty joins PayPal, she will report to Christina Smedley, VP of global brand and communications, and Rupert Keeley, CEO of PayPal Europe and SVP of PayPal EMEA. She succeeds Lee Anderson-Brooke, but she could not confirm when he left the post.

According to Anderson-Brooke’s LinkedIn profile, he has been interim head of 3 Monkeys Communications’ business communications practice since December 2014.

Overseeing 12 staffers at PayPal, Groty is tasked with leading all internal and external communications channels, including social, for EMEA. She will work closely with the company’s regional leadership to define PayPal’s EMEA comms strategy and engage country managers and in-region comms leaders, Groty said. She will work out of London and Luxembourg.

"My aim is to implement integrated comms that support the growth of the PayPal business," she said. "I will also be working closely with PayPal’s marketing and brand teams to make sure we drive affinity with the company’s customer base in EMEA."

Groty added that she will protect and promote the PayPal brand in EMEA.

She joins PayPal as eBay prepares to spin the company off into a separate publicly traded business later this year.

"This is a historic moment for PayPal as it comes up to its separation from eBay and an exciting time to be a part of its future as an independent company," she explained.

Groty has held several roles since joining H+K in 2002, serving in her current position since August 2013. During her time at H+K, she has helped shape and launch the firm's new brand identity, and she played a role in the successful completion of a global new business approach, she said.

She also led the HP client relationship from pitch to win across 17 markets in EMEA, and was a key part of winning and growing the LG client relationship across 22 markets worldwide.

Earlier in her career, Groty served as MD for Beattie Media; and director for Firefly Communications.